When asking about what drives customers to a restaurant, most people would talk about how it is the quality of the food that brings those customers in. But, while the quality of the food is certainly a major factor, why is it that one steakhouse with similar options and quality of taste can charge over $100 per plate while the other charges only $20?
The answer is in the experience. Products like Apple have proven that the experience can be a driving force behind purchasing decisions of all different types. In the food industry, it’s why restaurants like Le Cirque, Melisse, and Sushi Nakazawa are booked with reservations months and sometimes even years ahead.
But what all does that experience entail? Let’s take a look:
The Total Experience
The experience that a restaurant provides comes from a variety of different things. Some of the main things include the exterior and interior appearance, decor, table setting, utensils, napkins, the attire of the waiting staff, presentation of the food, how the food is delivered, and much more. Even the way that your staff talks to your customers is a part of the total experience.
What many restaurant owners don’t think about, however, is the impact that restaurant menu covers play in the total experience.
The Role of the Menu
On top of everything in your restaurant, your menu is the driving force behind how your customer’s purchase from you. Without a menu, only regular customers would have any idea of what to purchase. And, what is the first thing that people look at when they come into your restaurant? The menu.
With all this being said, it’s interesting that so many restaurants feel that choosing attractive, and appealing restaurant menu covers are not an essential aspect of providing the best possible experience for their customers. With the proven importance that they play in the overall purchasing process, wouldn’t it be wise to make the quality of your menu a top priority?
The Final Word
Overall, it is clear that menu covers do play a significant role in the overall experience that is delivered to the customers. Fortunately, there are plenty of different options for restaurant owners to choose from.